Industries · finance
Insurance (Consumer Aggregators, Quote Sites) conversion rate benchmarks
Policygenius, Lemonade, The Zebra, Gabi. Quote-form CVR is the primary metric. Consumer insurance shopping is high-friction because comparing requires personal info; aggregators compete on reducing that friction.
Business model
lead-gen commission from carriers, direct commission
Typical ACV
lead-gen pays $5-100 per lead, direct policies $500-2000 LTV
Sales cycle
~3 days
Top traffic sources
paid-search, organic-search, tv-ads
Cited benchmarks (1)
Each row links to its source study. Click a metric to open the full benchmark page for Insurance (Consumer Aggregators, Quote Sites) with percentile bar and methodology.
| Metric | p25 | p50 | p75 | Source |
|---|---|---|---|---|
| Visitor-to-Lead Rate↑ | 3.0% | 6.2% | 12.0% | WordStream 2024 |
Notes on this vertical
Paid search CPCs are among the highest in any industry ($20-50/click) because LTVs are high. Quote-completion CVR must be high to justify CAC.
Industry profile cited from Insurance Information Institute Publications.